Toronto’s SickKids Foundation is giving Canadians a behind the scenes look at its operations for its latest awareness campaign, which kicks off Nov. 12 and runs until the end of the year.

With media from Maxus and creative from JWT, the campaign is built around the tagline of “Together We Will,” and includes TV, Toronto-based OOH at Dundas station, digital and print elements, says Lori Abbott, acting director, marketing, Sick Kids Foundation.

All pieces of the campaign feature actual patients, doctors and families at the hospital, while the 60-second TV spot includes scenes where they sing Roy Orbison’s “You Got It.” Abbott says the campaign target is weighted about 60/40 in favour of females, especially women over the age of 30 with kids.

“The campaign aims to inspire people with a message of hope,” she says. “For the past few years we talked about the research side, but we are returning to the hopeful side and emotional side.”

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